- Leads, it's the one thing
every single SaaS founder, SaaS leader, SaaS business
could use more of. And not just leads, but quality leads. But here's the big question, it's a very, very noisy world out there. For example, should you be
on TikTok to generate leads and pipeline for your B2B SaaS business? Or should you be do out by outbound, or should you be doing ads? There's so many different
channels out there it can be very overwhelming
on what are the channels should you actually focus on? And here's the thing, if you
don't have channel mastery if you don't really know
how to master one channel you'll be neither here nor there, trying to do everything
everywhere and end up nowhere. So on this episode, I'm gonna dig into the three key SaaS go-to-market channels that you need to be focusing on that you can use to generate more leads and that you need to master. And when you do this you will be able to accelerate the growth of
your SaaS business, intro. (upbeat music) (TK clapping) What's up everybody
welcome to "Unstoppable" I'm TK and on this channel,
I help SaaS founders like you grow your SA businesses faster
with an unstoppable strategy. Now, if you are new to
this channel, welcome, be sure to hit that subscribe
button and that bell icon because I drop an episode
every single Sunday with actionable strategies on how to your SaaS business faster. So hit that subscribe
button and that bell icon and that way you will get notified every single time I drop an
episode with the TK energy. Now, if you're already
part of this community, if you're part of this channel, if you're a subscriber already if you're a part of my SaaS
go-to market coaching programs my people, welcome back, it's really awesome to see you over here. Over the past year and a half as part of my SaaS go-to
market coaching programs I've worked with countless SaaS founders on how to actually grow
their SaaS businesses. And as I've worked with
different companies I've started to get the
value of pattern matching. I've started to see which
channels work in the early stage which channels don't, which
channels seen promising but generate garbage quality leads. And how do you actually go about focusing on the right channels to drive growth for your SaaS business? So in this episode I'm
gonna walk you through the three key principles,
the three channels that have come out at the
top out of all the companies I've helped scale in the
past year and a half. Once you get through these three channels and understand exactly
why I'm prioritizing them you too will be able to
leverage these channels and accelerate the growth
of your SaaS business. So if you're excited to dig in, go and on smash that like
button for the YouTube algorithm it really likes when you do that and let's go to principle number one. Okay, so before I go
into all of the channels the first thing you wanna understand is what is the science
behind generating more leads? So the core principle here
is that here is your ICP, this is your ideal customer profile. This is kind of the tenant
to everything that we do here at "Unstoppable." And these are your customers that maybe don't know about you yet, that you wanna generate as leads, you wanna get their attention. And when it comes to marketing my most favorite definition of marketing is more people know about you
today than they did yesterday. That's it, that's the core
definition of marketing that I just really love, it's super simple because people are
overcomplicate these things. And what you're doing is you're trying to find
a way to get to your ICP by actually getting
through these channels. So this is your SaaS company, your offering and your product, right? Whatever it is that you're selling. And if this is what you're selling every single day you
want more and more people to actually discover you. That's it, that's what we're trying to do with a proper go-to-market strategy. And when the marketing of that is working then as part of your
sales process over here, this could be actual sales people, it could be a product led growth process, you will be able to convert
them to actual revenues. So ultimately what you're
trying to do is get revenues. Now this may seem really obvious or simple but I wanted to start with that baseline because I feel that people
overcomplicate these things. And this is literally it, you
have your ideal customers, they don't know about you
yet, you have your product. And what you're trying to do is marketing to get their attention, to get more people to know about you. And then you're getting
them into a sales process whether it's your product
led growth process or actual sales people to
get them into the product and converting them to
revenue so you can serve them, you can give them value and
you can solve their problem. Now here's a big question, what are the channels that actually work? So having worked with countless companies I'm gonna walk you
through the three channels that have performed the best for all the companies
that I've worked with. Number one, the first place that you can actually
generate a ton of leads in a really quality way, you
can really target your ICP, you can go after quality people that you know will have budget and you can internet
leads and get more people to know about you and get
them into your sales process or your product is Linkedin. And while a lot of people believe especially in the early
stages, they're like, oh I'm gonna build in public,
I'm gonna be on Twitter. Here's the thing, for most practical for most B2B SaaS companies, your audience, your ideal customers are not in Twitter to actually buy. Are there exceptions? Absolutely, but for
actual core B2B platforms and SaaS companies, your
buyers are business buyers and your business buyers
are all on LinkedIn. And the most important
thing about LinkedIn is LinkedIn still gives you organic reach. What that means is if you
post on Facebook today and you might have a million followers, unless you pay Mark
Zuckerberg a bunch of money, your page followers won't
actually see that content, Facebook doesn't have much organic reach. You actually have to pay to
get that content distributed. Whereas on LinkedIn, if you actually go and do
a post every single week if you actually direct message people if you actually connection request people, based on certain parameters in your ICP you will actually get them
to know more about you and build that trust. This is why LinkedIn has been one of the most effective ways I've seen B2B SaaS companies grow in the past year and a half
that I've been coaching founders and helping founders grow. So LinkedIn has two different
ways you can actually plug in. One is you can do a post every single week and I recommend that, and the other is you can
literally connect with people and direct message them. And these two things actually
compound on each other because if you're connecting with people and you're posting every
week the connections you make will see your content and then they'll actually engage with you, plus you can also direct message them. Any one of these strategies can help you actually break through to your ideal customer profile and every single day get
more people to know about you and your product and your message. So that's principle number
one, channel number one. Channel number two is
actually one of my favorites. When I do a YouTube
video every single week I bring you on and you watch this and you hopefully get a ton of value and really the reason I do
it, this is completely free, we don't even have
monetization turned on in this, we don't run ads. This YouTube channel is essentially a little mini webinar I
run every single week. But what you can do you don't have to start a YouTube channel
unless you really want to. It is a lot of work, so
I'll be upfront about that. However, if you wanna do that the other way you can do it
is run webinars and events. And the power in this is as
people know more about you the biggest thing you're trying to do, the first thing is they need to know you. The second thing is
they need to trust you. And the reason this marketing game is so so hard these days is
because there's noise out there. So first you have to cut through with the right channels
and the right mastery. And the second thing you need to do is you need to actually put out content and put out things out there and they need to spend time with you so they start to trust you. And the more they trust you,
the easier the sales process and the conversion is going to be. And so this is why
webinars are super powerful because as people get to know you, then you can actually host
webinars and host events where people come to you
and you can actually say, "hey, I'm gonna spend 45 minutes teaching you about our software." And maybe you don't talk
specifically about the software but you talk about the
thing about the thing which is what is the bigger
movement that you're creating? What is your manifesto? And you can actually
walk them through that. And the beautiful part about this is when you are hosting a webinar, let's just say you're hosting
a webinar every single week. The power in this is you can
actually share that webinar on your LinkedIn or on your Twitter, you can go to your customers and tell them to share the webinar. It ends up being a reason
to generate more leads, it becomes a thing that
you can offer to your ICP as a point of value. And that's why webinars
are the second most way where I've seen companies
scale and do really well. Because what they do is
they take their message, they take some of their
best performing posts and they turn them into webinars
and go in depth into them. And from that, they get
them into the product or they get them into a sales process. All right, so those are
the first two things. If you're doing anything else you might be wasting your time because we've tried so
many different channels so many different avenues, and these, by an order of magnitude
across multiple companies they do better than the rest. And the best of all,
these are relatively free. Meaning you're not paying
anyone to be on LinkedIn. Maybe you pay a LinkedIn
premium, but that's it, you're not paying anyone. Maybe you just pay for
Zoom, but that's it, there's no per click payment
here, this is all organic which is super powerful
for generating leads. So before I go to the third one, the third most powerful B2B SaaS channel, before I do that let me just
pause here for a second. Are you starting to see the power in this? Are you starting to see the power of if you start to focus on
one of these key channels and really get great at them,
not only will you be able to reduce your customer acquisition cost you'll be able to make
it where you can get more people in your ICP to know about you, trust you and then buy from you. Are you starting to see the power on this? If you're starting to
see the power of this can I just get a yes
in the comments below. Also smash that like button
for the YouTube algorithm, it really likes it when you do that. Now, one other thing you
might also be wondering, well how do I do this? What do I do on LinkedIn? What is my manifesto? What is my message? How do I structure a webinar? How do I talk for 45 minutes
about what we're building without just giving a demo of the product? This is exactly why I created my SaaS go-to-market coaching program. This is also how I know so much about scaling SaaS companies,
because I literally am in the trenches with founders
like you helping you grow with a scalable go-to-market strategy. And that's exactly what we
do inside of the program. Now I'll tell you more about
it at the end of this episode, I'll also link to it below. Let's go to principle number
three, channel number three because I'm sure you're
sticking for that right now. So let's go into that and then I'll cover the
go-to market program all the way to the end,
if you stick around. So channel number three that just wins every
single time is outbound. And granted, I am a little biased, I did start ToutApp, ToutApp
was one of the pioneers in the sales engagement space. We were one of the first companies that started the whole
outbound game at scale. Truth is even 11 years later,
since starting ToutApp, outbound is still king, sales engagement is over a $5 billion
category right now, why? Because outbound still works. And again, it doesn't cost any money. Yeah, you have to pay for the mail server, you have to pay for the software, but beyond that, there's no pay per click. What this means is you can
actually identify your ICP and you can send them emails at scale, you can cold email them. And by the way, this does
not have to just be digital which is why I put outbound
instead of just saying email. You can do email, you can do cold calling, and you can even send a FedEx envelope. Why a FedEx envelope? Well, a FedEx envelope
has a 99% open rate. If there's a FedEx
envelope delivered to you you will open it and you
will read whatever is inside and you'll maybe take action
on it if it's any good, that's the power of a FedEx envelope. What that means is if your
deal sizes are big enough and your marketing budget is big enough you can cut the email, cut the calling and just FedEx them, that's
the power of outbound. And so many companies I've seen
in the go to market program, once they really honed in on their message and their manifesto,
they're like you know what? The LinkedIn posts are doing
pretty well, we need more. The webinars are doing
pretty well, we need more. That's when they're turned on outbound. And the beauty of this is
this is not a either or thing, if you do these three things
if you combine these things, it actually compounds. Meaning, let's just say you have this ICP and you have a hundred customers that you really wanna target. If you start connecting
with them on LinkedIn if you then invite them to webinars and you send them outbound emails and you're consistently providing value that is the best form of marketing. And the biggest thing
here is it doesn't matter whether you're sales driven or product led what matters is you're doing the marketing for them to discover your sales process, whichever it may be. And when you are actually getting great at all three of these channels and operating in these three channels and ignoring the noise
and everything else, you are able to create an
unstoppable go-to-market machine and that's the power in this. This is why I wanted to do this video because after working
with so many companies, we're over a hundred now,
in the go-to market program. What I've seen is, man,
LinkedIn webinars and events, outbound, like it just
crushes, it just crushes. And the founders that are deliberate about scaling their team
and bringing on the people to run these three after they go beyond the founder-led sales and marketing stage, they crush it even more. And this is why I wanted to do this video, I wanted to walk you through listen don't waste time
experimenting with stuff that are unproven or too early,
just focus on these three, LinkedIn, webinars and
events and outbound. You do these three things you will be able to actually get more leads
and generate more pipeline that is quality and close more deals. Now you know exactly what
the three channels are but what you may not know is how do you operate
these three channels? How do you get to channel mastery? Meaning how do you get good at LinkedIn? How do you get good at
webinars and events? How do you do outbound? What do you put inside
of the LinkedIn post? What do you put inside the webinar? How do you talk for 45
minutes about your manifesto? What should you put in an outbound email and who should you target? What is your ICP? Their devil is in the details. And the analogy I always use is these are giant machine guns, right? And you can point them anywhere. If you don't have an ICP then you don't have a clear
target on where you're pointing. If you don't have a clear
message and you don't know how to operate these channels
then you're firing blanks. You need all three,
you need the targeting, you need the machine and you'll
also need quality bullets to actually fire at them,
that's the messaging. And you need all three,
and this is exactly why I created my SaaS go-to
market coaching program. Inside of my coaching
program, I actually help you go from an undefined go-to-market strategy to a well-defined and
scalable go-to market strategy that you can actually
execute on, get going, and then as you start to get momentum, you can hire people in to actually go beyond founder-led sales and marketing and actually have your whole
team plug into the training and execute on this
strategy and this machine. And inside of this program
it's been an amazing program we've had amazing founders in it. I've featured case study videos for founders that have
gotten so much out of it and so much growth and
their follow on rounds and gotten profitability so
we are accepting more people into this program, more
founders, just like you. If you're B2B SaaS, then this
program is perfect for you. So if you're interested
just go to tkkader.com/gtm, tkkader.com/gtm. Over there you'll get all
the details about the program exactly how it works, how
you get to work with me, how we actually build a
scalable go-to market machine. And the process is very simple, you just fill a little form,
we make sure you're a good fit. And if you are, we are off to the races, we start working together. So just go to tkkader.com/gtm, and that way you can get
into the go-to market program and work with me to actually
implement these things and make sure you have a
proper go-to-market strategy. Also, if you got value from this video if you're still watching,
that means you probably did, then please smash that like button for the YouTube algorithm, it really likes it when you do that. Also I drop an episode like
this with actionable strategies on how to grow your SaaS business faster. This is from my 15 years of experience in actually operating SaaS and then now working with over 250
across all my programs. I have three coaching
programs for different stages, this is for the go to market program. 250 founders, I'm in the
trenches with the founders, so all the stuff I bring
you is from the trenches. So be sure to hit the subscribe
button and that bell icon, if you haven't already. That way you'll get notified every single time I drop an episode, it's every single Sunday. Also, if you got value from this and if you have a fellow founder if you have a fellow team member that will get value from this, please share this video with them. If you're part of a slack group a WhatsApp group of founders,
please share it with them. We wanna help as many founders as possible through this channel. And lastly remember,
everyone needs a strategy for their life and their
business, when you are with us, yours, it's gonna be unstoppable. I'm TK and I will see
you in the next episode or inside of the go to market program. The link is below tkk.com/gtm. (gentle music continues)
